Comments – Challenges facing charity advertisers
John FordOld Dominion University, Virginia, USA
The subject for this issue's Comments section is the challenges facing charity advertisers. I have asked two eminently qualified individuals to discuss this subject, and I hope that you will find them as insightful as I have.
The first commentary is from Professor Roger Bennett at London Metropolitan University. Roger suggests that academic literature is mistakenly still focusing on measuring the effectiveness of charity advertising as compared with other more conventional media. He suggests that the real need is for the development of measures that can be...